"Switzerland learns...": Caritas and One Marketing raise awareness
With the «Switzerland Learns…» campaign, Caritas Switzerland and One Marketing highlight that there are people whose lives were already marked by fear, deprivation, and social isolation even before the pandemic—and whose precarious situation has been further exacerbated by COVID-19.
Poverty in rich Switzerland is still taboo. Those affected suffer from stigmatization and discrimination, because not infrequently they are accused of self-infliction and inertia. The fact that Caritas Switzerland is coming to the public with this difficult topic right now is no coincidence: Corona drastically exacerbates poverty in Switzerland. Suddenly, each of us knows someone who has lost his or her job due to the harsh measures or who is still barely able to keep his or her head above water with short-time work compensation. But for those who were already struggling, the crisis threatens to break their necks. Caritas cushions the existential pressure with its diverse assistance services, such as financial bridging aid, the Caritas markets, or social and debt counseling.
Relation between protective measures and burden
In the campaign, One Marketing makes a surprising, emotional and topical link between the protective measures imposed by the FOPH and the burden of people affected by poverty in Switzerland. How heavy is the renunciation of big events for Lars, when he could not have afforded a ticket anyway? And what else can the minimum distance do to Roberto, whose friends distanced themselves from him a long time ago?
To protect the personalities of those affected by poverty, the agency deliberately used the image database Getty Images for the portraits. They are intended to represent the more than 1.2 million people in Switzerland who were already living at subsistence level before Corona and who do not want to reveal their identity because of the painful stigmatization.
Donation campaign to shake things up
The "Switzerland is learning..." campaign is designed to shake things up, call for solidarity and generate donations for the fight against poverty in Switzerland. In order to bundle the non-profit organization's advertising media, the out-of-home measures focus on commuter traffic in the conurbations of Basel, Bern, Geneva, Lausanne, Lucerne and Zurich.
E-boards, e-panels, public transport screens, streetcar trailers, mailings, advertisements, display ads, social media ads and the landing page were implemented. Caritas.ch/corona. The campaign started on Monday and runs until December 20, 2020.
Responsible at Caritas Switzerland: Elisabeth Karagiannis, Reto Urech, Stefan Gribi, Nicole Lehnherr. Responsible at One Mmarketing LSA: Ruth Wagner, Stephanie Ramseier.
